Nike today launched a spirited campaign in Buenos Aires, reflecting a ritual in the Argentine Primera División of giving new players disruptive hair cuts to mark their first games. In a twist on the famed tradition, “Baptism” reveals current players’ vows of commitment to Argentina’s famed Boca Juniors football club.
Players from the starting team — Guillermo Burdisso, Matías Caruzzo, Gonzalo Escalante, Emanuel Insúa, Juan Manuel Martínez and Leandro Paredes — interpret the tradition of initiating rookies making their Primera División debut by cutting their hair themselves, expressing their pride in wearing the Xeneize jersey and their ongoing allegiance to the club.
The film airs for the first time on TV today, prior to Boca’s match against Belgrano de Córdoba as part of the Torneo Inicial.[featuredvideo]